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Selena Gomez has just launched her new makeup line, Rare Beauty today! Back in February this year, the 28-year-old singer-turned-makeup mogul announced in an Instagram post that she was joining the likes of Rihanna and Lady Gaga in launching a beauty brand. Since then, she has been sharing various teaser photos, behind-the-scenes clips, and community castings to join the #WeAreRare Community.

Selena Gomez Rare Beauty Ii

“I think Rare Beauty can be more than a beauty brand,” she said in an Instagram video. “I want us all to stop comparing ourselves to each other and to start embracing our uniqueness.”

Named after her No.1 album Rare, the makeup line offers a range of cruelty-free and vegan face, lip, and eye products. Rare Beauty also introduces the all-new Lip Soufflé Matte Lip Cream and features 48 shades of foundation and concealer.

Rare Beauty: Face products debuted by the brand

Rare Beauty Liquid Touch Weightless Foundation

The weightless, smooth-glide formula of the Liquid Touch Weightless Foundation (US$29) dries to a natural, skin-like finish and is perfect for everyday wear. It also evens out skin tone, hides the look of pores, and most importantly lasts all day without drying out! The Rare Beauty site also features a shade finder so you can find the foundation that matches you perfectly.

Rare Beauty Concealer

If you’re looking for a lightweight, hydrating concealer that will give you a radiant finish. The Liquid Touch Brightening Concealer (US$19) also comes in 48 inclusive shades and provides amazing coverage to hide your blemishes, dark circles, and fine lines.

Rare Beauty Soft Pinch Liquid Blush

The Soft Pinch Liquid Blush (US$20) is a liquid blush that blends and builds effortlessly for a healthy flush, and is available in both dewy and matte finishes. It also boasts long-lasting colour pigments for all-day wear so you can stay worry-free!



Rare Beauty Positive Light Liquid Luminizer

The Positive Light Liquid Luminizer (US$22) comes in eight different shades, and the superfine, light-catching pearls in the formula will make your skin instantly glow! This liquid highlighter transforms your look to radiant with just one to two drops and looks great on all skin tones too.

Rare Beauty: Lip products debuted by the brand

Rare Beauty Lip Cream

Pucker up with Rare Beauty’s all-new lip product, the Lip Soufflé Matte Lip Cream (US$20). The hydrating lip cream leaves a velvety matte finish with a soft blurring effect, making your lips look fuller, smoother, and more plump.

In an interview with Team Vogue, Selena admitted that the product went through various rounds of trial-and-error to achieve the perfect formula where “it felt like a mousse but a lip stain at the same time”.


Known for her signature red lip, Selena wears the shade Inspire in the above Instagram post.

Rare Beauty Lip Balm

Another lip product in the collection includes the tinted With Gratitude Dewy Lip Balm (US$16). Formulated with shea butter, this lip balm will leave your lips feeling comfy and cushiony with just the right hint of colour and shine!

Rare Beauty: Eye products debuted by the brand

Rare Beauty Eye

Now that face masks are part of our everyday wear, it’s all about the eyes and eyebrows. The Perfect Strokes Matte Liquid Liner (US$19) is a versatile brow pencil which can help you create a natural and defined to bold and full brow look. With its long-lasting and waterproof formula and rich matte-black colour, the Brow Harmony Pencil & Gel (US$22) will surely be a hit.

Check out these try on and first impression videos to see the full collection!

Rare Beauty review by Alissa Ashley


Rare Beauty review by Chloe Morello

Rare Beauty review by Diana Saldana

Rare Impact Fund established for a good cause

Selena Rare Impact

Selena has always been a strong advocate for mental health awareness, so it’s no surprise that she created the Rare Impact Fund, which aims to increase access to mental health resources for the underserved communities. Rare Beauty has pledged to raise US$100 million for the cause, and to reach that goal, 1% of annual sales on all Rare beauty products will go directly to the Rare Impact Fund.

Rare Beauty has also created the Rare Beauty Mental Health Council, which comprises of expert advisors from leading universities, organizations, and companies focused on mental health.

Where to find Rare Beauty

Since its launch on 3 September, Rare Beauty only retails at Sephora US, Canada, Mexico and on rarebeauty.com. Here’s to hoping that one day, we’ll find Rare Beauty in the Sephora stores in Singapore soon!